From Slump to Surge: CS Rebecca Miano Powers Kenya’s Tourism Rebound
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By John Kariuki
Tourism Cabinet Secretary Rebecca Miano, EGH, has attributed Kenya’s tourism resurgence to bold reforms, innovation, and targeted global positioning—marking a powerful comeback for a sector that had stalled in recent years.
“Tourism continues to anchor our economy by creating jobs and opening up opportunities across the country. The recent upturn in arrivals and earnings is a testament to the success of our reforms,” said CS Miano.
According to the Ministry, international arrivals have risen sharply, thanks to improved air connectivity, simplified entry systems, and renewed global interest in Kenya’s unique travel offerings. The Electronic Travel Authorization (ETA) system, introduced to streamline visitor entry, has been a game-changer in reducing travel friction and enhancing the tourist experience.
Miano also credited aggressive global marketing campaigns and strategic partnerships for elevating Kenya’s profile as a top-tier destination. Importantly, the gains are not just national—they’re being felt in rural and community-based tourism areas, boosting local economies and livelihoods.
She further emphasized product diversification and digital transformation as key tools in appealing to a broader traveler demographic—from adventure seekers and eco-tourists to digital nomads and cultural enthusiasts.
“These gains show that our tourism strategy is working,” Miano affirmed. “We are leveraging technology, innovation, and collaboration to ensure Kenya remains a global tourism leader.”
With sustained momentum, the Ministry is now focused on ensuring that tourism’s growth is inclusive, resilient, and sustainable—benefiting all Kenyans, from city guides to rural craftmakers.
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